I was fortunate enough to take in the Frozen Final Four this week, courtesy of a friend who had tickets to the game. No ordinary event, this game showcased two great college hockey teams. My daughter and I were thrilled to find ourselves 14 rows from the glass at the Pepsi Center in Denver, Colorado. Anyone who knows this family know that hockey courses through our blood. We all play, we all officiate and I’ve been a coach for 7 years. You could say I’ve been waiting for this event for quite some time.

As much as I’d like to sit here and talk about hockey all day, what I wanted to do was talk about the things I saw in the arena – marketing! Yes, plenty of it. Some clever company made folding hats that resembled old timey hockey helmets. At first, my teenage daughter thought they looked silly, but at the end of the game, she was scrounging about trying to get herself one because she knew few friends would have one. Very clever. Memorabilia was everywhere and for every fan, no one was left out. Pulling for Michigan, who was knocked out days before? No problem. There were fan “experience” areas and the place was full of excitement, even though the event was a “dry” one because of NCAA rules. REAL excitement, right down to the fighting songs from the mini marching bands. It was exceptional experience and probably one of the best sporting events I’ve ever been to.